Finding the Perfect Domain Name For Your Company
Domain names, like “Google.com” or “Ask.com” are the internet’s version of real estate. Donald Trump once wrote, “Real estate is at the core of almost every business… In order to build your wealth and improve your business smarts, you need to know about real estate.” The success (or failure) of many businesses is determined by how good (or bad) their location is. Just like real estate, in order to build your online business you need to know about domain names!
Going From Brick-and-Mortar to the Web
Are you taking a business online? People will strongly associate a domain name with a business and it is important that they match. Here’s an example. Let’s say you own a business called “Historic Hotels” but you like the domain name StayInHistoricHotels.com. Now, on its own, StayInHistoricHotels.com is a good choice. However, there is a big problem—people already know your business by another name!
Having a domain name that differs too much from the name of your business: (a) weakens your brand and (b) will confuse existing customers. This can lead to (c) lost sales. Someone might type in HistoricHotels.com and wind up buying from your competitor.
As a side note, if the .com version of your business name is already taken (e.g., HistoricHotels.com), it is worth considering taking the less popular .net or .org names (e.g., HistoricHotels.net), to maintain a strong brand.
Starting a New Company or Website
If you aren’t tied to a pre-existing business name, you have many more options. Almost anything you can think of up to 67 characters, in fact.
The first thing to consider is price. Most domain names today can be bought for $10 or less from one of countless domain name registrars (e.g., DomainNRG.com). These are usually names that no one else currently owns. Imagine this like open, unclaimed land out on the internet prairie. On the other hand, buying a domain name second hand from another person is typically much, much more expensive: ranging from hundreds of dollars all the way up to millions of dollars. So do your bottom line a favor, get creative, and come up with something new and original!
There are many schools of thought on domain names. Should it be something short, but sweet? Trendy and catchy? Search engine friendly? Again, the key is to consider your audience.
No-Frills, Generic Description of Your Business
As a rule, shorter is usually better. For example, Cars.com is better than, say MotorVehicles.com. However, there is a tradeoff for specificity. Continuing with the example, very few car customers are willing to consider just any old car and most companies specialize in a particular brand or type of car. For example, UsedCars.com is a much better name for the company that sells only used cars. This also gives more information to people looking for used cars on search engines. The goal here is to choose the shortest name that still gives enough details about your core business.
Grab Their Attention
Some domain names don’t always have an obvious connection to their business type. This is a marketing strategy to stand out from the competition in a crowded field. Rather than choose a generic descriptive domain name (unless this is a new industry, the best generic names are already taken), people will deliberately chose something interesting, provocative, or memorable. Brickbybrick.com for example might be a catchy name for a custom home construction company. It suggests perseverance, customization, and solidity—and is not hard to remember. It is a good alternative to an overly long, generic name like, say, WestTexasBrickHomeConstructionCompany.com.
Cool International offers domain names at our website Domain NRG
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- The Evolution of the Dot Com (sessions.edu)